The focus then starts with a heartfelt regard for the conditions of workers and then delves into the complicated terrain of the all-around fashion world, aiming to advocate for animal welfare in the production and sale stages of textile products and to raise awareness among customers about it.
How Good on You orients the consumer
From a somewhat intricate design, the fruition of the app is, in fact, simple and intuitive.
Once the app is downloaded, one simply types in the item of clothing or, even better, the name of the brand of interest and it will appear punctually rated according to the three pivotal parameters (people, animals and planet) returning to us the final verdict in the form of a scale ranging from 0 to 5 points, where the first equals “We avoid it” while the second means “Excellent”.
Who, and more importantly, how did they arrive at such a verdict?
The premise is the preparation of the people involved: in fact, 12 minds with disparate skills are involved in the work, from scientific analysts to developers to content creators, collaborating from all over the world in the name of sustainability in fashion.
Usually brands are reported by users, but it happens more often than expected that fashion companies themselves contact them and ask them to be “judged”.
Which brands failed the test?
A year-long investigation has uncovered some skeletons hidden in the closets of brands that are proponents of fast fashion. We are talking about well-known names such as Zara and H&M. Both companies were in fact found to be complicit in the deforestation process in Brazil, particularly in the Cerrado area, an ecoregion rich in flora and fauna: in the time period from 2014 to 2023, tons of cotton were taken from here bound for Asia, where they would be processed and, then, sold later in England, Europe and the United States.
In addition to the shame of exploiting workers in the area, the two brands have created enough environmental damage to destroy thousands of hectares of South American farmland.
The Brazilian government is taking action about the underlying injustices in the clothing production chain however, part of the responsibility stems from our awareness of our purchases, as Good on you is keen to point out in a post on Instagram specifically dedicated to this sad but real reconstruction of events.
Graduated in Journalism, Editorial Culture and Multimedia Communication from the University of Parma, she loves interfacing with new realities. An aspiring traveller, she has a keen eye for ecology and human rights. In Atmosphera Lab she has found a valuable ally to communicate what is closest to her heart.
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